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Impact of Web Site Quality in Self Service Technologies on Satisfaction, Commitment, Confidence and Re-Purchasing

Year 2017, Volume: 3 Issue: 4, 17 - 26, 01.12.2017

Abstract

The growing use of information technology has transformed business processes into widespread acceptance. Electronic commerce has become an increasingly popular business model with a wide range of tools for companies. This business model is particularly evident in the service sector in the use of self-service technologies (SST) such as telephone banking, investment activities and online hotel reservation. However, many factors, whether customer or business, affect the effective use of SST. However, Meuter, Ostrom, Roundtree, and Bitner (2000) point out that SST is the key factor affecting customer satisfaction or dissatisfaction. In this study, the impact of perceived quality of online hotel booking companies' websites on customer trust, satisfaction, loyalty and intention to repurchase will be revealed. The scales belonging to the model created for this purpose are in particular Hsieh, Chiu and Chiang (2005), Meuter et al. (2000); Shin, Chung, Oh and Lee (2013) and Meuter, Bitner, Ostrom, and Brown (2005) have been adapted from their work. Research is conducted on customers who use hotel reservation providers (such as Tatilsepeti, Trivago, etc.) over the internet. The data were obtained through questionnaires and regression analysis was performed on the SPSS program. The research seems to be crucial in determining the level of perceived quality of the websites of hotel booking companies in terms of providing insight into the businesses that use or use this system.

References

  • Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143. Bansal, H. S., McDougall, G. H., Dikolli, S. S. ve Sedatole, K. L. (2004). Relating e-satisfaction to behavioral outcomes: an empirical study. Journal of services marketing, 18(4), 290- 302. Bart, Y., Shankar, V., Sultan, F. ve Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of marketing, 69(4), 133-152. Cristobal, E., Flavián, C. ve Guinaliu, M. (2007). Perceived e-service quality (PeSQ) Measurement validation and effects on consumer satisfaction and web site loyalty. Managing service quality: An international journal, 17(3), 317-340. Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. Çubukçu, M. İ. (2010). Konaklama İşletmeleri Web Site İçeriklerinin Değerlendirilmesi. İnternet Uygulamaları ve Yönetimi, 1(1), 39-59. George, D. ve Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference. Gounaris, S., Dimitriadis, S. ve Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142-156. Ha, H.-Y., Janda, S. ve Muthaly, S. K. (2010). A new understanding of satisfaction model in ere-purchase situation. European journal of marketing, 44(7/8), 997-1016. Ha, H. Y. (2002). The effects of consumer risk perception on pre‐purchase information in online auctions: Brand, word‐of‐mouth, and customized information. Journal of Computer‐ Mediated Communication, 8(1), 0-0. Hausman, A. V. ve Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. Hsieh, Y.-C., Chiu, H.-C. ve Chiang, M.-Y. (2005). Maintaining a committed online customer: a study across search-experience-credence products. Journal of Retailing, 81(1), 75-82. Hwang, Y. ve Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760. Kim, J., Jin, B. ve Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247. doi:https://doi.org/10.1016/j.jretconser.2008.11.019 Lee, J., Yoo, D. ve Lee, Y. (2006). Effects of relational efforts on behavioral intentions in internet book site: The mediating roles of relationship quality. Daehan Journal of Business, 19(5), 1843-1866. Li, D., Browne, G. J. ve Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International journal of electronic commerce, 10(4), 105-141. Marianne, H., Olli, K., Anssi, T. ve Hanna‐Kaisa, E. (2008). Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management, 17(6), 403-413. doi:doi:10.1108/10610420810904149 McCole, P., Ramsey, E. ve Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9), 1018-1024. Meuter, M. L., Bitner, M. J., Ostrom, A. L. ve Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of marketing, 69(2), 61-83. Meuter, M. L., Ostrom, A. L., Roundtree, R. I. ve Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64. Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38. Mukherjee, A. ve Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European journal of marketing, 41(9/10), 1173-1202. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499 Oliver, R. L. (1999). Whence consumer loyalty? The journal of marketing, 33-44. Özkan, S., Bindusara, G. ve Hackney, R. (2010). Facilitating the adoption of e-payment systems: theoretical constructs and empirical analysis. Journal of enterprise information management, 23(3), 305-325. Park, I., Bhatnagar, A. ve Rao, H. R. (2010). Assurance seals, on-line customer satisfaction, and repurchase intention. International journal of electronic commerce, 14(3), 11-34. Ratnasingam, P., Pavlou, P. A. ve Tan, Y.-h. (2002). The importance of technology trust for B2B electronic commerce. Regina, C. ve Frank, B. (2008). Factors influencing Irish consumers' trust in internet shopping. Management Research News, 31(5), 339-358. doi:doi:10.1108/01409170810865154 Richard, M.-O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632-1642. Roger, H. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42. doi:doi:10.1108/09564239610129931 Rust, R. T. ve Kannan, P. (2002). E-service: New directions in theory and practice: ME Sharpe. Sahadev, S. ve Purani, K. (2008). Modelling the consequences of e-service quality. Marketing Intelligence & Planning, 26(6), 605-620. Shin, J. I., Chung, K. H., Oh, J. S. ve Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453- 463. doi:https://doi.org/10.1016/j.ijinfomgt.2013.02.003 Srinivasan, S. S., Anderson, R. ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. doi:https://doi.org/10.1016/S0022-4359(01)00065-3 Sudhahar, J. C., Israel, D., Britto, A. P. ve Selvam, M. (2006). Service loyalty measurement scale: A reliability assessment. American Journal of Applied Sciences, 3(4), 1814-1818. Szymanski, D. M. ve Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322. doi:https://doi.org/10.1016/S0022-4359(00)00035-X Wang, Y.-S., Yeh, C.-H. ve Liao, Y.-W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy. International Journal of Information Management, 33(1), 199-208. Wong, A. ve Sohal, A. S. (2006). Understanding the quality of relationships in consumer services: A study in a retail environment. International Journal of Quality & Reliability Management, 23(3), 244-264. Wu, J.-J., Chen, Y.-H. ve Chung, Y.-S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9), 1025-1032. doi:https://doi.org/10.1016/j.jbusres.2009.03.022 Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176. Wu, Y.-L., Tao, Y.-H., Li, C.-P., Wang, S.-Y. ve Chiu, C.-Y. (2014). User-switching behavior in social network sites: A model perspective with drill-down analyses. Computers in Human Behavior, 33, 92-103. Zhang, Y., Fang, Y., Wei, K.-K., Ramsey, E., McCole, P. ve Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192-200.

Self Servis Teknolojilerindeki Web Sayfası Kalitesinin Tatmin, Bağlılık, Güven ve Yeniden Satın Alma Üzerindeki Etkisinin Araştırılması

Year 2017, Volume: 3 Issue: 4, 17 - 26, 01.12.2017

Abstract

Bilgi teknolojilerinin kullanımının artmasının işletme süreçlerini dönüştürdüğü konusu yaygın bir şekilde kabul edilmektedir. Elektronik ticaret, firmalar için geniş bir araç yelpazesine sahip olan giderek popüler bir iş modeli haline gelmiştir. Bu iş modeli özellikle hizmet sektöründe telefon bankacılığı, yatırım faaliyetleri ve çevrimiçi otel rezervasyonu gibi self-servis teknolojileri (SST) kullanımında kendini göstermektedir. Ancak gerek müşteri gerekse işletme kaynaklı pek çok unsur SST’nin etkin kullanımı etkilemektedir. Bununla birlikte Meuter, Ostrom, Roundtree ve Bitner (2000) müşteri tatminini ya da tatminsizliğini etkileyen anahtar faktörün de SST kullanımı olduğunu belirtmektedir. Bu çalışmada çevrimiçi otel rezervasyonu şirketlerinin web sitelerine yönelik algılanan kalitelerinin müşterilerin güven, tatmin, bağlılık ve yeniden satın alma niyeti üzerindeki etkisi ortaya konulacaktır. Bu amaçla oluşturulan modele ait ölçekler özellikle Hsieh, Chiu ve Chiang (2005), Meuter vd. (2000); Shin, Chung, Oh ve Lee (2013) ve Meuter, Bitner, Ostrom ve Brown (2005) yapmış oldukları çalışmalardan uyarlanmıştır. Araştırma internet üzerinden otel rezervasyonu sağlayıcılarını (Tatil Sepeti, Trivago vb. gibi) kullanan müşteriler üzerinde yapılmaktadır. Veriler anket yoluyla elde edilmiş ve SPSS programı üzerinden regresyon analizi yapılmıştır. Araştırma otel rezervasyonu şirketlerinin web sitelerinin algılanan kalite düzeyinin ortaya konması bu sistemi kullanan ya da kullanacak işletmelere fikir verebilmesi açısından önemli görülmektedir.

References

  • Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143. Bansal, H. S., McDougall, G. H., Dikolli, S. S. ve Sedatole, K. L. (2004). Relating e-satisfaction to behavioral outcomes: an empirical study. Journal of services marketing, 18(4), 290- 302. Bart, Y., Shankar, V., Sultan, F. ve Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of marketing, 69(4), 133-152. Cristobal, E., Flavián, C. ve Guinaliu, M. (2007). Perceived e-service quality (PeSQ) Measurement validation and effects on consumer satisfaction and web site loyalty. Managing service quality: An international journal, 17(3), 317-340. Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218. Çubukçu, M. İ. (2010). Konaklama İşletmeleri Web Site İçeriklerinin Değerlendirilmesi. İnternet Uygulamaları ve Yönetimi, 1(1), 39-59. George, D. ve Mallery, M. (2003). Using SPSS for Windows step by step: a simple guide and reference. Gounaris, S., Dimitriadis, S. ve Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of services marketing, 24(2), 142-156. Ha, H.-Y., Janda, S. ve Muthaly, S. K. (2010). A new understanding of satisfaction model in ere-purchase situation. European journal of marketing, 44(7/8), 997-1016. Ha, H. Y. (2002). The effects of consumer risk perception on pre‐purchase information in online auctions: Brand, word‐of‐mouth, and customized information. Journal of Computer‐ Mediated Communication, 8(1), 0-0. Hausman, A. V. ve Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13. Hsieh, Y.-C., Chiu, H.-C. ve Chiang, M.-Y. (2005). Maintaining a committed online customer: a study across search-experience-credence products. Journal of Retailing, 81(1), 75-82. Hwang, Y. ve Kim, D. J. (2007). Customer self-service systems: The effects of perceived Web quality with service contents on enjoyment, anxiety, and e-trust. Decision support systems, 43(3), 746-760. Kim, J., Jin, B. ve Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247. doi:https://doi.org/10.1016/j.jretconser.2008.11.019 Lee, J., Yoo, D. ve Lee, Y. (2006). Effects of relational efforts on behavioral intentions in internet book site: The mediating roles of relationship quality. Daehan Journal of Business, 19(5), 1843-1866. Li, D., Browne, G. J. ve Wetherbe, J. C. (2006). Why do internet users stick with a specific web site? A relationship perspective. International journal of electronic commerce, 10(4), 105-141. Marianne, H., Olli, K., Anssi, T. ve Hanna‐Kaisa, E. (2008). Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product & Brand Management, 17(6), 403-413. doi:doi:10.1108/10610420810904149 McCole, P., Ramsey, E. ve Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9), 1018-1024. Meuter, M. L., Bitner, M. J., Ostrom, A. L. ve Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of marketing, 69(2), 61-83. Meuter, M. L., Ostrom, A. L., Roundtree, R. I. ve Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64. Morgan, R. M. ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38. Mukherjee, A. ve Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European journal of marketing, 41(9/10), 1173-1202. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499 Oliver, R. L. (1999). Whence consumer loyalty? The journal of marketing, 33-44. Özkan, S., Bindusara, G. ve Hackney, R. (2010). Facilitating the adoption of e-payment systems: theoretical constructs and empirical analysis. Journal of enterprise information management, 23(3), 305-325. Park, I., Bhatnagar, A. ve Rao, H. R. (2010). Assurance seals, on-line customer satisfaction, and repurchase intention. International journal of electronic commerce, 14(3), 11-34. Ratnasingam, P., Pavlou, P. A. ve Tan, Y.-h. (2002). The importance of technology trust for B2B electronic commerce. Regina, C. ve Frank, B. (2008). Factors influencing Irish consumers' trust in internet shopping. Management Research News, 31(5), 339-358. doi:doi:10.1108/01409170810865154 Richard, M.-O. (2005). Modeling the impact of internet atmospherics on surfer behavior. Journal of Business Research, 58(12), 1632-1642. Roger, H. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42. doi:doi:10.1108/09564239610129931 Rust, R. T. ve Kannan, P. (2002). E-service: New directions in theory and practice: ME Sharpe. Sahadev, S. ve Purani, K. (2008). Modelling the consequences of e-service quality. Marketing Intelligence & Planning, 26(6), 605-620. Shin, J. I., Chung, K. H., Oh, J. S. ve Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453- 463. doi:https://doi.org/10.1016/j.ijinfomgt.2013.02.003 Srinivasan, S. S., Anderson, R. ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50. doi:https://doi.org/10.1016/S0022-4359(01)00065-3 Sudhahar, J. C., Israel, D., Britto, A. P. ve Selvam, M. (2006). Service loyalty measurement scale: A reliability assessment. American Journal of Applied Sciences, 3(4), 1814-1818. Szymanski, D. M. ve Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, 76(3), 309-322. doi:https://doi.org/10.1016/S0022-4359(00)00035-X Wang, Y.-S., Yeh, C.-H. ve Liao, Y.-W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy. International Journal of Information Management, 33(1), 199-208. Wong, A. ve Sohal, A. S. (2006). Understanding the quality of relationships in consumer services: A study in a retail environment. International Journal of Quality & Reliability Management, 23(3), 244-264. Wu, J.-J., Chen, Y.-H. ve Chung, Y.-S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9), 1025-1032. doi:https://doi.org/10.1016/j.jbusres.2009.03.022 Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176. Wu, Y.-L., Tao, Y.-H., Li, C.-P., Wang, S.-Y. ve Chiu, C.-Y. (2014). User-switching behavior in social network sites: A model perspective with drill-down analyses. Computers in Human Behavior, 33, 92-103. Zhang, Y., Fang, Y., Wei, K.-K., Ramsey, E., McCole, P. ve Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192-200.
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Details

Primary Language Turkish
Journal Section Articles
Authors

Alkan Alkaya This is me

Fatih Şahin

Publication Date December 1, 2017
Submission Date September 30, 2017
Acceptance Date October 27, 2017
Published in Issue Year 2017 Volume: 3 Issue: 4

Cite

APA Alkaya, A., & Şahin, F. (2017). Self Servis Teknolojilerindeki Web Sayfası Kalitesinin Tatmin, Bağlılık, Güven ve Yeniden Satın Alma Üzerindeki Etkisinin Araştırılması. PESA Uluslararası Sosyal Araştırmalar Dergisi, 3(4), 17-26.

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